cx and marketing: if you build it, will they come?

If you build it, will they come?August 31, 2017

Voted Madison’s best place

to work

WorldBluFreedom-centered

workplace

WE FORGE RELATIONSHIPS

600+Customers around the world

WE CONNECT PEOPLE

200,000+Active users around the world

WE REACH FAR AND WIDE

158Countries worldwide

69-year-old start up

TODAY’S AGENDAABOUT US

“Nothing ventured, nothing gained...take the chance, try it.”

- MARK WIDEN, Widen founder

Close our doorsContinue as a prepress company

Take a risk

THE ANSWER:

If you build it for the customer, they will come.

SPEAKERS

Nina Brakel-SchuttPresenter

Brand Strategist

Jake AtheyPresenter

VP Marketing

The customer experience (CX) trend

#3

Source: 2017 Incite Marketing Report

Personalization:Understanding Customers &

Defining A Single Vision

Building ImmersiveCustomer Experiences

Personalization:Unique Experiences

Social MediaFor Customer Engagement

Content Marketing:Distribution

Content Marketing:Production

Which issues are essential for 2017

Brand Storytelling

Personalization:Understanding Customers &

Defining A Single Vision

Brand Storytelling

Building ImmersiveCustomer Experiences

Personalization:Unique Experiences

Social MediaFor Customer Engagement

Content Marketing:Distribution

Content Marketing:Production

Which issues are essential for 2017

THE CUSTOMER

Source: 2017 Incite Marketing Report

What are business leaders focused on?

Source: Widen 2017 Leadership survey

Creating personalized customer experiences

Expanding business internationally

Reaching new customer segments and improving revenue streams

Making sure tools are working together for their business

Increasing rich experiences across the customer journey

Driving productivity through marketing operations$

How we got here

SERVICE GENESERVICE IS IN OUR DNA

SINCE 1948

High involvement product

Complex sale

Many moving parts and people

THE ORIGINAL MODEL

Outbound sales

Small marketing

Reactionary product

2005

STRUCTURE CHANGE - MARKETING AND SALES

Marketing Sales

STRUCTURE CHANGE - MARKETING AND SALES

Content & Creative Community & Events

AdvisorsInsights

VP Marketing

2017

CONTENT

Media & Analyst Relations

Brand

Digital

Inbound

Community & Events

Product & Partners

MODERN MARKETING STRATEGY

POSITION

CONTENT

Brand


POSITION

INFLUENCE

CONTENT


Brand


POSITION

INFLUENCE

REACH

CONTENT


Brand

Digital


POSITION

INFLUENCE

REACH

GUIDE

CONTENT


Brand

Digital

Inbound


POSITION

INFLUENCE

REACH

GUIDE

ENGAGE

CONTENT


Brand

Digital

Inbound

Community & Events


POSITION

INFLUENCE

REACH

GUIDE

ENGAGE

GROW

CONTENT


Brand

Digital

Inbound

Community & Events

Product & Partners


THE SWITCH

Before: top-down leadership

CTO CFOVP Premedia

CEO

THE SWITCH

After: aligned leadership

CEOVP Product VP Marketing

CIO/CFO

Dev Manager DirectorGlobal Ops

VP Client Dev

DirectorSupport

OUR CULTURE

THE NEW MODEL - CUSTOMER EXPERIENCE TEAMS

CXM

The Customer

Pro Serv & Consulting

Product & UX

Marketing

Advisors

Implementation

Training

EventsCustomerSupport

Do you already have a customer-focused culture?

LET’S SEE SOME HANDS:

The Widen CX

INSIGHTS CASE STORYTHE HERO’S JOURNEY

Storify the customer journey

The hero’s journey

The ordinaryworld

The call to adventure

Refusalof thecall

Meeting with thementor

Crossingthethreshold

Tests, allies, and enemies

Theapproach

Theordeal

Thereward

Theroad back

Theresurrection

Returnwith elixir

The hero’s innerjourney

Limited awareness of the problem

Increasedawarenessfor the need to change

Fear and resistance to change

Overcome fear

Commit to the change

Experiment with new conditions

Prepare for major change

Big change with feeling of life or death

Accept new life

New challenge rededication

Final attempts, last minute danger

Mastery

The 13 major steps

The takeaway for the hero and how we support them




The ordinaryworld


Refusalof thecall




Theapproach

Theordeal

Thereward

Theroad back

Theresurrection

Returnwith elixir





Overcome fear





Accept new life



Mastery

The 13 major steps

MARKETING


ADVISORS



The ordinaryworld


Refusalof thecall




Theapproach

Theordeal

Thereward

Theroad back

Theresurrection

Returnwith elixir





Overcome fear





Accept new life



Mastery

The 13 major steps




The ordinaryworld


Refusalof thecall




Theapproach

Theordeal

Thereward

Theroad back

Theresurrection

Returnwith elixir





Overcome fear





Accept new life



Mastery

The 13 major steps

IMPLEMENTATION + BEYOND

THE CONTENT LIFECYCLE

CAPTURE & CREATE

REVIEW &PROOF

MANAGE &ORGANIZE

SHARE &DISTRIBUTE

PUBLISH &PROMOTE

TRACK &ANALYZE

PRESERVE &ARCHIVE

IDEATE &PLAN

THE CONTENT LIFECYCLE

Upstream Downstream

CAPTURE & CREATE

REVIEW &PROOF

MANAGE &ORGANIZE

SHARE &DISTRIBUTE

PUBLISH &PROMOTE

TRACK &ANALYZE

PRESERVE &ARCHIVE

IDEATE &PLAN

Templates

THE NEW MODEL

Events IntegrationsCommunity

ResearchServices

People + Experiences

Software

Consulting Training

THE NEW MODEL

The Customer

Host CustomerDinners

CustomerSurveys

Travel & Speak

Host Customer

Events

Attend Their Events

EvangelizeAdvocates

THE NEW MODEL - CUSTOMER CENTRICITY

BecomeWiden

employees

CustomerInterviews

User Research

Try new things even when business is good.Fail fast, learn fast.

Value empathy in the workplace.

Our work philosophy

Our marketing blueprint

INSIGHTS CASE STORY

Learn Try Buy Adopt AdvocateEngage

MARKETING BLUE PRINT

RE-BUY

BUY

Re-buy StageBuying Stage

Stages of the customer journey

Discover

INSIGHTS CASE STORY

Discover Learn Try Buy Adopt Advocate

AWARE CONSIDER DECIDE UTILIZE

Engage

ONBOARD


Mindset during stages of the customer journey

INSIGHTS CASE STORYMARKETING BLUE PRINT

Blog posts

White papers

Industry research

Articles about general topics for our target market

General webinars

Thought leader interviews

Sales decks

Competitive analysis

Comparison checklists

Product features/benefits

Product demo videos

Case studiesFree trials

Live demos

Proof of concept

Knowledge base

User manuals

Professional Services or Standard

implementation

Online training

In person training

Quarterly regional

workshops

Quarterly CXM meetings

Widen Summit

Customer advocates

Customer referral rewards

Content delivered during moments

AWARE CONSIDER DECIDE UTILIZEONBOARD

INSIGHTS CASE STORYMARKETING BLUE PRINT

Blog posts

White papers

Industry research

Articles about general topics for our target market

General webinars

Thought leader interviews

Sales decks

Competitive analysis

Comparison checklists

Product features/benefits

Product demo videos

Case studiesFree trials

Live demos

Proof of concept

Knowledge base

User manuals

Professional Services or Standard

implementation

Online training

In person training

Quarterly regional

workshops

Quarterly CXM meetings

Widen Summit

Customer advocates

Customer referral rewards

Content delivered during moments

AWARE CONSIDER DECIDE UTILIZEONBOARD

Widen differentiators

What are your differentiators? Are you creating content about how

you’re different?

THINK ABOUT:

What are you doing to make your customers the hero of your

marketing content?

THINK ABOUT:

Sales and marketing alignment

WHY WE’RE DOING IT

HOW WE’RE MEASURING

WHAT WE’RE DOING


TitleCircle text goes here, should be

concise.


concise.


concise.

PAIN POINTS OF

OUR TARGET

MARKET

WORDS USED

TO SEARCH

FOR PRODUCTS

AND SERVICES

FREQUENTLY

ASKED

QUESTIONS

FROM BUYERS

Sales conversations fuel content


Weekly Pod Stand up

Marketing and Sales

Weekly Cross Team Rally

CXM, Sales, Marketing, Support

Product, UX

Weekly Widen Stand up

Company-wide

Weekly Content Meeting

Marketing and Sales


Internal dialogue – weekly sharing

You’ve got to start with the customer experience and work your way back to the technology - not the other way around.”- STEVE JOBS, Co-founder, Chairman and CEO, Apple

“

Salesforce(Sales enablement)

HubSpot(Customer experience)

Widen Collective(Marketing management)

WIDEN’S MARTECH STACK

Tools that support our strategy


SALES ENABLEMENT

Customer relationship management

Business intelligence


SALES ENABLEMENT



CX MANAGEMENT

Web CMS

Email, Social, Digital

Personas, Tracking


SALES ENABLEMENT



CX MANAGEMENT

Web CMS


MARKETING MANAGEMENT

Digital asset management

Content analytics

Personas, Tracking Work management

SALES ENABLEMENT



CX MANAGEMENT

Web CMS


MARKETING MANAGEMENT

Digital asset management

Content analytics

Personas, Tracking Work management


COLLECT + TRACK + SHAREDigital interactions with all buyers and customers


Get Customers

Engage Customers

Digital / Paid22%

Widen Events 18%

The right allocation of budget

A B

What’s next?

1. Brand Archetypes

MEANINGFULNESS

EMOTIONAL CONNECTION

2. Service design/redesign

SYNCHRONIZED EXPERIENCES

OUTSIDE/IN PERSPECTIVE

3. Global expansion

KEEP BUILDING (even if you need to tear down what you have today)

The ROI of a great customer experience

CUSTOMER TRUST

THE RESULTS

CUSTOMER TRUST

THE RESULTS

BRANDADVOCACY

CUSTOMER TRUST

BRANDADVOCACY

THE RESULTS

MORE REVENUE CHANNELS

CUSTOMER TRUST

BRANDADVOCACY


THE RESULTS

BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS

THE RESULTS

CUSTOMER TRUST

BRANDADVOCACY



BETTER PRODUCT AND BUSINESS DECISIONS

CUSTOMER TRUST

BRANDADVOCACY



BETTER PRODUCT AND BUSINESS DECISIONS

MARKET LEADERSHIP

THE RESULTS

THE RESULTS

THE RESULTS

104

16

89% (2012) to 96% (2016) Customer retention

THE RESULTS

How likely is it that you would recommend our company/product/service to a friend or colleague?

NET PROMOTER SCORES

2016

482015

432017

56

“The Widen experience is having a team outside of your own team who is rooting for you and trying to make your

system and your office and your product better.”- KELSEY BAWAL, Kelley School of Business

Things to remember

Customer centricity + your brand + useful products/services (+ failures) = A GREAT CX

1

REMEMBER

Don’t be afraid to fail. Failure isn’t the end, it’s the beginning of something new.

2

REMEMBER

Empower people to contribute to the success of your customers and your business.

3

REMEMBER

Map your customer journey and provide audiences with helpful content at every touchpoint along the way.

4

REMEMBER

Find the right mix of tools to support your customer journey and marketing strategy.

5

REMEMBER

Amazon didn’t kill the retail industry. They did it to themselves with bad customer service.

Netflix didn’t kill Blockbuster. They did it to themselves with ridiculous late fees.

Uber didn’t kill the taxi business. They did it to themselves by limiting number of taxis with fare control.

Apple didn’t kill the music industry. They did it to themselves by forcing people to buy full length albums.

Air BnB didn’t kill the hotel industry. They did it to themselves with limited availability and pricing options.

BEING NON-CUSTOMER CENTRIC IS THE BIGGEST THREAT TO ANY BUSINESS.

- CHRISTIAN POSTA, Chief Architect at Red Hat

“

TAKE THE RISK

What experience do you want to build and who do you want to come?

YOUR HOMEWORK:

Questions?

Get in touch!Contact:[email protected]

http://www.widen.com